Agencies can win more business by understanding the differences between prospecting in the cold channel and prospecting to referrals. Here we discuss the "about us" or "who we are" section, which is often seen as a place to inject lots of processes, founded dates and info on what the team gets up to in their spare time.
Summary (in case you can’t view the video):
The “about us” section of a creds deck or agency website can often present lots of subjective things that in fact give a prospect a reason to eliminate an agency rather than choose them. “About us” should be written with the underlying context of outcomes and results. If the processes you talk about on an agency “about us” page aren’t linked in some useful way to the commercial outcomes you cause for clients, then the prospect can’t be expected to do the work of joining those dots for you. If you’re an agency that creates brands that drive long-term commercial growth, then say that first. Once the prospect is interested in how you do that, then you can tell them.